1. Collaborative Filtering: A Tutorial (abridged version of tutorial from my Web page, given at Dimacs W/S in 2003?) William W. Cohen Machine Learning Dept Carnegie Mellon University

2. Everyday Examples of Collaborative Filtering...

3. Rate it? The Dark Star's crew is on a 20-year mission..but unlike Star Trek... the nerves of this crew are... frayed to the point of psychosis. Their captain has been killed by a radiation leak that also destroyed their toilet paper. "Don't give me any of that 'Intelligent Life' stuff," says Commander Doolittle when presented with the possibility of alien life. "Find me something I can blow up.“...

4. Everyday Examples of Collaborative Filtering...

6. Google’s PageRank web site xxx web site yyyy web site a b c d e f g web site pdq pdq.. web site yyyy web site a b c d e f g web site xxx Inlinks are “good” (recommendations) Inlinks from a “good” site are better than inlinks from a “bad” site but inlinks from sites with many outlinks are not as “good”... “Good” and “bad” are relative. web site xxx

7. Google’s PageRank web site xxx web site yyyy web site a b c d e f g web site pdq pdq.. web site yyyy web site a b c d e f g web site xxx Imagine a “pagehopper” that always either follows a random link, or jumps to random page

8. Google’s PageRank (Brin & Page, http://www-db.stanford.edu/~backrub/google.html) web site xxx web site yyyy web site a b c d e f g web site pdq pdq.. web site yyyy web site a b c d e f g web site xxx Imagine a “pagehopper” that always either follows a random link, or jumps to random page PageRank ranks pages by the amount of time the pagehopper spends on a page: or, if there were many pagehoppers, PageRank is the expected “crowd size”

9. Everyday Examples of Collaborative Filtering... Bestseller lists Top 40 music lists The “recent returns” shelf at the library Unmarked but well-used paths thru the woods The printer room at work Many weblogs “Read any good books lately?”.... Common insight: personal tastes are correlated: –If Alice and Bob both like X and Alice likes Y then Bob is more likely to like Y –especially (perhaps) if Bob knows Alice

10. Outline Non-systematic survey of some CF systems –CF as basis for a virtual community –memory-based recommendation algorithms –visualizing user-user via item distances –CF versus content filtering Algorithms for CF CF with different inputs –true ratings –assumed/implicit ratings Conclusions/Summary

11. BellCore’s MovieRecommender Recommending And Evaluating Choices In A Virtual Community Of Use. Will Hill, Larry Stead, Mark Rosenstein and George Furnas, Bellcore; CHI 1995 By virtual community we mean "a group of people who share characteristics and interact in essence or effect only". In other words, people in a Virtual Community influence each other as though they interacted but they do not interact. Thus we ask: "Is it possible to arrange for people to share some of the personalized informational benefits of community involvement without the associated communications costs?" ? ?

12. MovieRecommender Goals Recommendations should : simultaneously ease and encourage rather than replace social processes....should make it easy to participate while leaving in hooks for people to pursue more personal relationships if they wish. be for sets of people not just individuals...multi-person recommending is often important, for example, when two or more people want to choose a video to watch together. be from people not a black box machine or so-called "agent". tell how much confidence to place in them, in other words they should include indications of how accurate they are.

13. BellCore’s MovieRecommender Participants sent email to videos@bellcore.com System replied with a list of 500 movies to rate on a 1-10 scale (250 random, 250 popular) –Only subset need to be rated New participant P sends in rated movies via email System compares ratings for P to ratings of (a random sample of) previous users Most similar users are used to predict scores for unrated movies (more later) System returns recommendations in an email message.

14. Suggested Videos for: John A. Jamus. Your must-see list with predicted ratings: 7.0 "Alien (1979)" 6.5 "Blade Runner" 6.2 "Close Encounters Of The Third Kind (1977)" Your video categories with average ratings: 6.7 "Action/Adventure" 6.5 "Science Fiction/Fantasy" 6.3 "Children/Family" 6.0 "Mystery/Suspense" 5.9 "Comedy" 5.8 "Drama"

15. The viewing patterns of 243 viewers were consulted. Patterns of 7 viewers were found to be most similar. Correlation with target viewer: 0.59 viewer-130 (unlisted@merl.com) 0.55 bullert,jane r (bullert@cc.bellcore.com) 0.51 jan_arst (jan_arst@khdld.decnet.philips.nl) 0.46 Ken Cross (moose@denali.EE.CORNELL.EDU) 0.42 rskt (rskt@cc.bellcore.com) 0.41 kkgg (kkgg@Athena.MIT.EDU) 0.41 bnn (bnn@cc.bellcore.com) By category, their joint ratings recommend: Action/Adventure: "Excalibur" 8.0, 4 viewers "Apocalypse Now" 7.2, 4 viewers "Platoon" 8.3, 3 viewers Science Fiction/Fantasy: "Total Recall" 7.2, 5 viewers Children/Family: "Wizard Of Oz, The" 8.5, 4 viewers "Mary Poppins" 7.7, 3 viewers Mystery/Suspense: "Silence Of The Lambs, The" 9.3, 3 viewers Comedy: "National Lampoon's Animal House" 7.5, 4 viewers "Driving Miss Daisy" 7.5, 4 viewers "Hannah and Her Sisters" 8.0, 3 viewers Drama: "It's A Wonderful Life" 8.0, 5 viewers "Dead Poets Society" 7.0, 5 viewers "Rain Man" 7.5, 4 viewers Correlation of predicted ratings with your actual ratings is: 0.64 This number measures ability to evaluate movies accurately for you. 0.15 means low ability. 0.85 means very good ability. 0.50 means fair ability.

16. BellCore’s MovieRecommender Evaluation: –Withhold 10% of the ratings of each user to use as a test set –Measure correlation between predicted ratings and actual ratings for test-set movie/user pairs

18. BellCore’s MovieRecommender Participants sent email to videos@bellcore.com System replied with a list of 500 movies to rate New participant P sends in rated movies via email System compares ratings for P to ratings of (a random sample of) previous users Most similar users are used to predict scores for unrated movies –Empirical Analysis of Predictive Algorithms for Collaborative Filtering Breese, Heckerman, Kadie, UAI98 System returns recommendations in an email message.

19. Algorithms for Collaborative Filtering 1: Memory-Based Algorithms (Breese et al, UAI98) v i,j = vote of user i on item j I i = items for which user i has voted Mean vote for i is Predicted vote for “active user” a is weighted sum weights of n similar users normalizer

20. Algorithms for Collaborative Filtering 1: Memory-Based Algorithms (Breese et al, UAI98) K-nearest neighbor Pearson correlation coefficient (Resnick ’94, Grouplens): Cosine distance (from IR)

21. Algorithms for Collaborative Filtering 1: Memory-Based Algorithms (Breese et al, UAI98) Cosine with “inverse user frequency” f i = log(n/n j ), where n is number of users, n j is number of users voting for item j

22. Algorithms for Collaborative Filtering 1: Memory-Based Algorithms (Breese et al, UAI98) Evaluation: –split users into train/test sets –for each user a in the test set: split a’s votes into observed (I) and to-predict (P) measure average absolute deviation between predicted and actual votes in P predict votes in P, and form a ranked list assume (a) utility of k-th item in list is max(v a,j -d,0), where d is a “default vote” (b) probability of reaching rank k drops exponentially in k. Score a list by its expected utility R a –average R a over all test users

23. Algorithms for Collaborative Filtering 1: Memory-Based Algorithms (Breese et al, UAI98) soccer score golf score Why are these numbers worse?

24. Outline Non-systematic survey of some CF systems –CF as basis for a virtual community –memory-based recommendation algorithms –CF versus content filtering Algorithms for CF CF with different inputs –true ratings –assumed/implicit ratings

25. LIBRA Book Recommender Content-Based Book Recommending Using Learning for Text Categorization. Raymond J. Mooney, Loriene Roy, Univ Texas/Austin; DL-2000 [CF] assumes that a given user’s tastes are generally the same as another user... Items that have not been rated by a sufficient number of users cannot be effectively recommended. Unfortunately, statistics on library use indicate that most books are utilized by very few patrons.... [CF] approaches... recommend popular titles, perpetuating homogeneity.... this approach raises concerns about privacy and access to proprietary customer data.

26. LIBRA Book Recommender Database of textual descriptions + meta-information about books (from Amazon.com’s website) –title, authors, synopses, published reviews, customer comments, related authors, related titles, and subject terms. Users provides 1-10 rating for training books System learns a model of the user –Naive Bayes classifier predicts Prob(user rating>5|book) System explains ratings in terms of “informative features” and explains features in terms of examples

27. LIBRA Book Recommender....

28. LIBRA Book Recommender.... Key differences from MovieRecommender: vs collaborative filtering, recommendation is based on properties of the item being recommended, not tastes of other users vs memory-based techniques, LIBRA builds an explicit model of the user’s tastes (expressed as weights for different words)

29. LIBRA Book Recommender LIBRA-NR = no related author/title features

30. Collaborative + Content Filtering As Classification (Basu, Hirsh, Cohen, AAAI98) AirplaneMatrixRoom with a View... Hidalgo comedyactionromance... action Joe 27,M,70k 1101 Carol 53,F,20k 110... Kumar 25,M,22k 1001 UaUa 48,M,81k 01??? Classification task: map (user,movie) pair into {likes,dislikes} Training data: known likes/dislikes Test data: active users Features: any properties of user/movie pair

31. Collaborative + Content Filtering As Classification (Basu et al, AAAI98) AirplaneMatrixRoom with a View... Hidalgo comedyactionromance... action Joe 27,M,70k 1101 Carol 53,F,20k 110... Kumar 25,M,22k 1001 UaUa 48,M,81k 01??? Features: any properties of user/movie pair (U,M) Examples: genre(U,M), age(U,M), income(U,M),... genre(Carol,Matrix) = action income(Kumar,Hidalgo) = 22k/year

32. Collaborative + Content Filtering As Classification (Basu et al, AAAI98) AirplaneMatrixRoom with a View... Hidalgo comedyactionromance... action Joe 27,M,70k 1101 Carol 53,F,20k 110... Kumar 25,M,22k 1001 UaUa 48,M,81k 01??? Features: any properties of user/movie pair (U,M) Examples: usersWhoLikedMovie(U,M): usersWhoLikedMovie(Carol,Hidalgo) = {Joe,...,Kumar} usersWhoLikedMovie(U a, Matrix) = {Joe,...}

33. Collaborative + Content Filtering As Classification (Basu et al, AAAI98) AirplaneMatrixRoom with a View... Hidalgo comedyactionromance... action Joe 27,M,70k 1101 Carol 53,F,20k 110... Kumar 25,M,22k 1001 UaUa 48,M,81k 01??? Features: any properties of user/movie pair (U,M) Examples: moviesLikedByUser(M,U): moviesLikedByUser(*,Joe) = {Airplane,Matrix,...,Hidalgo} actionMoviesLikedByUser(*,Joe)={Matrix,Hidalgo}

34. Collaborative + Content Filtering As Classification (Basu et al, AAAI98) AirplaneMatrixRoom with a View... Hidalgo comedyactionromance... action Joe 27,M,70k 1101 Carol 53,F,20k 110... Kumar 25,M,22k 1001 UaUa 48,M,81k 11??? Features: any properties of user/movie pair (U,M) genre={romance}, age=48, sex=male, income=81k, usersWhoLikedMovie={Carol}, moviesLikedByUser={Matrix,Airplane},...

35. Collaborative + Content Filtering As Classification (Basu et al, AAAI98) AirplaneMatrixRoom with a View... Hidalgo comedyactionromance... action Joe 27,M,70k 1101 Carol 53,F,20k 110... Kumar 25,M,22k 1001 UaUa 48,M,81k 11??? genre={romance}, age=48, sex=male, income=81k, usersWhoLikedMovie={Carol}, moviesLikedByUser={Matrix,Airplane},... genre={action}, age=48, sex=male, income=81k, usersWhoLikedMovie = {Joe,Kumar}, moviesLikedByUser={Matrix,Airplane},...

36. Collaborative + Content Filtering As Classification (Basu et al, AAAI98) genre={romance}, age=48, sex=male, income=81k, usersWhoLikedMovie={Carol}, moviesLikedByUser={Matrix,Airplane},... genre={action}, age=48, sex=male, income=81k, usersWhoLikedMovie = {Joe,Kumar}, moviesLikedByUser={Matrix,Airplane},... Classification learning algorithm: rule learning (RIPPER) If NakedGun33/13 moviesLikedByUser and Joe usersWhoLikedMovie and genre=comedy then predict likes(U,M) If age>12 and age<17 and HolyGrail moviesLikedByUser and director=MelBrooks then predict likes(U,M) If Ishtar moviesLikedByUser then predict likes(U,M)

37. Collaborative + Content Filtering As Classification (Basu et al, AAAI98) Classification learning algorithm: rule learning (RIPPER) If NakedGun33/13 moviesLikedByUser and Joe usersWhoLikedMovie and genre=comedy then predict likes(U,M) If age>12 and age<17 and HolyGrail moviesLikedByUser and director=MelBrooks then predict likes(U,M) If Ishtar moviesLikedByUser then predict likes(U,M) Important difference from memory-based approaches: again, Ripper builds an explicit model—of how user’s tastes relate items, and to the tastes of other users

38. Basu et al 98 - results Evaluation: –Predict liked(U,M)=“M in top quartile of U’s ranking” from features, evaluate recall and precision –Features: Collaborative: UsersWhoLikedMovie, UsersWhoDislikedMovie, MoviesLikedByUser Content: Actors, Directors, Genre, MPAA rating,... Hybrid: ComediesLikedByUser, DramasLikedByUser, UsersWhoLikedFewDramas,... Results: at same level of recall (about 33%) –Ripper with collaborative features only is worse than the original MovieRecommender (by about 5 pts precision – 73 vs 78) –Ripper with hybrid features is better than MovieRecommender (by about 5 pts precision)

39. Outline Non-systematic survey of some CF systems –CF as basis for a virtual community –memory-based recommendation algorithms –visualizing user-user via item distances –CF versus content filtering –Combining CF and content filtering –CF as matching content and user Algorithms for CF –Probabilistic model-based CF CF with different inputs –true ratings –assumed/implicit ratings

40. CF as density estimation (Breese et al, UAI98) R ij AirplaneMatrixRoom with a View... Hidalgo Joe 972...7 Carol 8?9...? Kumar 93?...6 Estimate Pr(R ij =k) for each user i, movie j, and rating k Use all available data to build model for this estimator

41. CF as density estimation (Breese et al, UAI98) Estimate Pr(R ij =k) for each user i, movie j, and rating k Use all available data to build model for this estimator A simple example:

42. CF as density estimation (Breese et al, UAI98) Estimate Pr(R ij =k) for each user i, movie j, and rating k Use all available data to build model for this estimator More complex example: Group users into M “clusters”: c(1),..., c(M) For movie j, estimate by counts

43. CF as density estimation: BC (Breese et al, UAI98) Group users into clusters using Expectation-Maximization: Randomly initialize Pr(R m,j =k) for each m (i.e., initialize the clusters differently somehow) E-Step: Estimate Pr(user i in cluster m) for each i,m M-Step: Find maximum likelihood (ML) estimator for R ij within each cluster m Use ratio of #(users i in cluster m with rating R ij =k) to #(user i in cluster m ), weighted by Pr(i in m) from E- step Repeat E-step, M-step until convergence

45. CF as density estimation: BN (Breese et al, UAI98) BC assumes movie ratings within a cluster are independent. Bayes Network approach allows dependencies between ratings, but does not cluster. (Networks are constructed using greedy search.) ID4 MIB JunoJumper 10kBC

46. Algorithms for Collaborative Filtering 2: Memory-Based Algorithms (Breese et al, UAI98) soccer score golf score

47. Datasets are different... fewer items to recommend fewer votes/user

48. Results on MS Web & Nielson’s soccer score

49. Outline Non-systematic survey of some CF systems –CF as basis for a virtual community –memory-based recommendation algorithms –visualizing user-user via item distances –CF versus content filtering –Combining CF and content filtering –CF as matching content and user Algorithms for CF –Probabilistic model-based CF –Probabilistic memory-based CF? CF with different inputs –true ratings –assumed/implicit ratings

50. Personality Diagnosis (Pennock et al, UAI 2000) Collaborative Filtering by Personality Diagnosis: A Hybrid Memory- and Model-Based Approach, Pennock, Horvitz, Lawrence & Giles, UAI 2000 Basic ideas: – assume Gaussian noise applied to all ratings – treat each user as a separate cluster m – Pr(user a in cluster i) = w(a,i)

51. Personality Diagnosis (Pennock et al, UAI 2000) Evaluation (EachMovie, following Breese et al):

52. Outline Non-systematic survey of some CF systems –CF as basis for a virtual community –memory-based recommendation algorithms –visualizing user-user via item distances –CF versus content filtering –Combining CF and content filtering –CF as matching content and user Algorithms for CF –Probabilistic model-based CF –Probabilistic memory-based CF CF with different inputs –true ratings –assumed/implicit ratings –ratings inferred from Web pages

53. Another key observation: rated movies tend to have positive ratings: i.e., people rate what they watch, and watch what they like Question: Can observation replace explicit rating?

54. CF with pseudo-users Web-Collaborative Filtering: Recommending Music by Crawling The Web, Cohen and Fan, WWW-2000 Goal: community filtering without a community –Approximate community with information automatically extracted from web pages. Outline: –problem & baseline CF system –creating “pseudo-users” from web pages –CF results with “pseudo-users”

64. Outline Non-systematic survey of some CF systems –CF as basis for a virtual community –memory-based recommendation algorithms –visualizing user-user via item distances –CF versus content filtering Algorithms for CF CF with different inputs –true ratings –assumed/implicit ratings Conclusions/Summary

65. Summary collaborative/socialcontent-based LIBRA LIBRA-NR memory-based model-based MovieRecommender VSIM CR BN BC PD RIPPER + hybrid features k-NN paper rec. as matching RankBoost (many rounds) RIPPER RankBoost (k rounds) music rec. with web pages (k-NN) music rec. with web pages (XDB)

66. Final Comments CF is one of a handful of learning-related tools that have had broadly visible impact: –Google, TIVO, Amazon, personal radio stations,... Critical tool for finding “consensus information” present in a large community (or large corpus of web pages, or large DB of purchase records,....) –Similar in some respects to Q/A with corpora Science is relatively-well established –in certain narrow directions, on a few datasets Set of applications still being expanded Some resources: –http://www.sims.berkeley.edu/resources/collab/ –http://www.cs.umn.edu/Research/GroupLens/ –http://www.cis.upenn.edu/~ungar/CF//